The last paragraph of your press release deserves more care and respect.
You’ve nailed the headline. The lead quote sings. The story’s there. Then you bolt on a company description that hasn’t been touched since 2019.
We think it’s time to stop treating the boilerplate as an afterthought. A good boilerplate reinforces your brand every time your name hits the press. It does a specific job: telling a journalist who you are and why you matter, in the few seconds they spend on it.
What makes a boilerplate worth reading?
- It’s short.
Three to five sentences. If you’re drifting into a second paragraph, you’ve missed the point. This isn’t the company’s about page. It’s meant to be a snapshot of what you are and what you do.
- It tells readers something real.
What do you actually do? What are you known for? What sets you apart? If your boilerplate could apply to 10 other companies in your space, rewrite it.
- It includes the basics without sounding basic.
Your name, what you do, when you started, and any proof points worth citing: clients, awards, milestones. Written by a person with taste, not an SEO bot.
- It doesn’t try too hard.
Boilerplates aren’t meant to dazzle. They exist to inform journalists and the public, clearly and credibly. Drop the exclamation marks, and any meaningless jargon such as “cutting-edge synergies”. Boilerplates state facts.
- It evolves.
Companies change from year to year, so your boilerplate shouldn’t remain static. Revisit it regularly. Update the numbers, milestones, and tone to reflect where you are now, not where you were two years ago.
Jetway’s boilerplate:
About Jetway Communications
Jetway Communications is a PR agency for aviation, travel, and technology sectors. Our team brings more than 70 years of combined experience across journalism, aviation, and communications. We handle press releases, executive ghostwriting, award submissions, and media outreach for clients ranging from established operators to early-stage technology companies. Learn more at jetwaycomms.com.
A good boilerplate isn’t flashy. It does the work everywhere your name appears. If your press releases deserve better, we can help.
